ABM Campaign Workbook

A Step-by-Step Template for Planning ABM Campaigns

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THE OFFICIAL

ABM Campaign Workbook A Step-by-Step Template for Planning ABM Campaigns with the TEAM Framework

The Official ABM Campaign Workbook | 2

THE OFFICIAL

ABM Campaign Workbook A Step-by-Step Template for Planning ABM Campaigns with the TEAM Framework

YOUR COMPANY NAME

The Official ABM Campaign Workbook | 3

Workbook Contents

SECTION ONE Introduction to the TEAM Framework .................................................................................................. 5

SECTION TWO The Interactive Workbook .....................................................................................................................11

SECTION THREE Campaign Examples ............................................................................................................................. 20

Acquisition ....................................................................................................................................... 21

Acceleration ..................................................................................................................................... 29

Expansion ........................................................................................................................................ 37

The Official ABM Campaign Workbook | 4

Choosing ABM

B2B demand marketers have a tough hill to climb, in the market and in their own organizations. Most industries are becoming hyper-competitive and commoditized, which means that leads are getting more expensive and harder to find. At the same time it’s getting easier for customers to find and switch to competitors, which means customer marketing is becoming a more critical part of the overall marketing mix.

Within many companies, volume-based lead generation has driven crippling misalignment between marketing and sales, resulting in missed revenue targets and organizational angst.

Marketers who have successfully made the switch to ABM report more frequently meeting or exceeding revenue targets, improving metrics such as ACV and deal velocity, and engaging more of their target accounts more frequently. And the kicker? ABM keeps marketing and sales in lockstep alignment, so all that time and focus spent bickering over whether a lead was qualified can go toward collaborating on killer campaigns that move revenue forward.

Better B2B marketing starts with accounts, not leads.

45%

70%

25%

28%

INCREASE IN CLICK-THROUGH RATES FROM ADVERTISING

INCREASE IN OPPORTUNITIES CREATED

HIGHER WIN RATE

INCREASE IN DEAL VELOCITY

Citation: Gartner, 2019, Tech Go-to-Market: Plan, Build and Manage a Successful Account-Based Marketing Program, https://www.gartner. com/document/3688825?ref=sendres_email

https://www.gartner.com/document/3688825?ref=sendres_email https://www.gartner.com/document/3688825?ref=sendres_email

The Official ABM Campaign Workbook | 5

SECTION ONE

First, let’s begin with an introduction to the TEAM framework.

Introduction to the TEAM Framework

The Official ABM Campaign Workbook | 6

The TEAM Approach to B2B Marketing

TARGET ENGAGE ACTIVATE MEASURE

SECTION ONE ↑ INTRODUCTION TO TEAM FRAMEWORK

Simple, Yet Powerful Framework For Executing Your Account-Based Strategy

Align and operationalize marketing and sales efforts

around a clear TAM and specific target account lists.

Create and orchestrate multi-channel engagements

with your existing and future customers.

Work in lockstep with sales to drive precisely timed, personalized outreach

by operationalizing account intelligence.

Shift measurement to KPIs that matter - target

account engagement, open pipeline, deal velocity, and

revenue impact.

The Official ABM Campaign Workbook | 7

SECTION ONE ↑ INTRODUCTION TO TEAM FRAMEWORK

Why start with TEAM?

Account-based marketing rethinks B2B marketing from the ground up. It impacts how you run market segmentation and planning, how you work with sales, how you think about channel orchestration and optimization, and even how your executives and board report on and view marketing progress.

That’s a lot for a marketer to take on. That’s where the TEAM Framework comes in. It’s a simple way for you to think through how to plan, operate, and evaluate your B2B marketing campaigns, and communicate their success clearly both within your team, and across your organization.

ABM can be daunting, but it doesn’t have to be.

The Official ABM Campaign Workbook | 8

Unify Your Growth Strategy

SECTION ONE ↑ INTRODUCTION TO TEAM FRAMEWORK

Operationalize TEAM Across the Account Lifecycle

ACQUISITION ACCELERATION EXPANSION

Create TOF Engagement

Create New Opps

Accelerate Deals in Pipe

Revive Stalled Opportunities

Retain More Customers Land & Expand

Cross-Sell New Products

› High fit net new accounts

› In-market intent signals

› Light engagement

› High fit

› Open opportunities

› Overdue opportunities

› Lost deals

› Upcoming renewals

› Competitor intent

› Intent in new offices

› Likely to use more

› Intent for adjacent solutions

› New departments

AB Display, Retargeting, + LinkedIn

1-to-1 Advertising, targeted email

Retargeting, Personalized Email, Direct mail, Events

Retargeting, High-touch tactics, Precision 1-to-1

Ads + Email Feature Comms, Exec awareness advertising

IP and persona - based 1-to-1 advertising

New product awareness, AB success outreach

Engaged Accounts (#) Account Engagement Rate (%)

Opportunity Accounts (#) Opportunity Rate (%)

Closed-Won Accounts (# & $) Account Win Rate (%) Velocity, ACV

Closed-Won Revivals (#) Account Win Rate (%)

Gross Retention (%)

Net Retention (%) Expansion Win Rate (%)

Stage

Strategy

Audience Targeting

Engagement & Activation

Plays

KPIs (success metrics)

The Official ABM Campaign Workbook | 9

SECTION TWO

Use the following workbook to outline, plan and execute TEAM-based ABM programs.

The Interactive Workbook

The Official ABM Campaign Workbook | 10

Define Your Program

SECTION TWO ↑ INTERACTIVE WORKBOOK

Decide which lifecycle stage you’ll focus on:

Program Name: ______________________________________________________________________

Program Description Create a clear high-level overview of what this program is.

_____________________________________________________________________________________

Desired Outcome How will you define success of the program? Typical ABM KPIs are accounts engaged, opportunities opened, pipeline influenced, deal cycle acceleration, ACV, and — of course — revenue won.

_____________________________________________________________________________________

Key Internal Stakeholders Clarify roles and responsibilities across marketing, sales, and related functions such as product or operations.

_____________________________________________________________________________________

The Terminus TEAM Framework

Lifestyle stage you'll focus on:

Primary Program Manager

_____________________________

Overall Program Budget

_____________________________

Length of Program

_____________________________

Platforms Leveraged

_____________________________

Acquisition

Acceleration

Expansion

Other

ENGAGE

ACTIVATEMEASURE

TARGET

TEAM ACQUISITION ACCELERATION EXPANSION OTHER

e.g. New market entry Key account acquisition

e.g. Speed enterprise deals

e.g. Increase renewal TCV

The Official ABM Campaign Workbook | 11

TARGET

SECTION TWO ↑ INTERACTIVE WORKBOOK

Program Name: ______________________________________________________________________

Define your Ideal Customer Profile (ICP): This is the firmographic, environmental, and behavioral attributes of accounts you expect to be your best customers. Start by looking at your highest-value, most retained current customers to identify trends.

_____________________________________________________________________________________

Build out your ICP in your CRM: Identify any gaps in your CRM and add missing accounts that match your ICP. Source accounts from data providers or custom industry lists. For customer campaigns, this may involve ensuring you have the right customer data in your CRM.

Define criteria for your Target Account List (TAL) for this program: Define specific attributes that make an account ideal for this program. For example, you may select accounts in your ICP that have shown intent in the last 60 days for an acquisition campaign.

List data sources for your TAL:

_____________________________________________________________________________________

The Terminus TEAM Framework

Check the platform features that apply:

Intent data (6sense, Bombora, Zominfo)

ENGAGE

ACTIVATEMEASURE

TARGET

Sales Intelligence data (DiscoverOrg, Zoominfo, Leadsource)

Technographic Data (DiscoverOrg, HG Data)

TEAM

The Official ABM Campaign Workbook | 12

TARGET

SECTION TWO ↑ INTERACTIVE WORKBOOK

Define roles and responsibilities

List Owner: ___________________________________________________________________________

Account List Creation Team: ____________________________________________________________

_____________________________________________________________________________________

Sales Champion: ______________________________________________________________________

How frequently will you update the list? __________________________________________________

How often will you update the accounts in the list? _________________________________________

What behavioral signals (specific engagement metrics, opportunity stages, etc.) will you use as triggers for different tactics:

_____________________________________________________________________________________

Other Notes:

_____________________________________________________________________________________

The Terminus TEAM Framework

ENGAGE

ACTIVATEMEASURE

TARGET

TEAM

| 13

TARGET

SECTION TWO INTERACTIVE WORKBOOK

This is a list of accounts similar to those in your TAL, to which you will not apply ABM. You’ll use this group as a control to determine the impact of your ABM programs. Keep in mind your lists will need to be large enough to

_____________________________________________________________________________________

In Terminus, create an Account List from this control group. You will use this for reporting throughout your program.

Establish KPI baselines for this target group. Which demand challenges are you not trying to solve with this program?

_____________________________________________________________________________________

KPI 1: ________________________________ Current Value: ________________________________

KPI 2: ________________________________ Current Value: ________________________________

KPI 3: ________________________________ Current Value: ________________________________

Other Notes:

_____________________________________________________________________________________

The Terminus TEAM Framework

ENGAGE

ACTIVATEMEASURE

TARGET

TEAM

The Official ABM Campaign Workbook | 14

ENGAGE

SECTION TWO ↑ INTERACTIVE WORKBOOK

List your engagement channels: In ABM, the more channels you use, the higher ROI you typically see. Choose a minimum of three channels, such as display advertising, email, and direct mail.

_____________________________________________________________________________________

________________________________________

What messaging will you use? Outline key messaging & value props, and include any sequences you might use.

_____________________________________________________________________________________

_______________________________

The Terminus TEAM Framework

Check the platform features that apply:

Content Experience Hubs (Folloze, Uberflip)

Survey Based Lead Generation (Campaign Stars)

Marketing Campaigns

Orchestrated Sales Campaigns (Outreach.io, Salesloft)

Targeted Ads (Terminus, Demandbase)

Program Name: _____________________________________________________________________ENGAGE

ACTIVATEMEASURE

TARGET

TEAM

The Official ABM Campaign Workbook | 15

ENGAGE

SECTION TWO ↑ INTERACTIVE WORKBOOK

List necessary assets: These may be existing assets or newly created content.

_____________________________________________________________________________________

____________________________________________________________________________

Describe the tech stack required:

_____________________________________________________________________________________

___________________________________________________________________________________

_____________________________________________________________________________________

____________________________________________________________________________

Who is responsible for orchestration? You may need to break out responsibilities across content creation, campaign orchestration, and reporting.

_____________________________________________________________________________________

___________________________________________________________________________

The Terminus TEAM Framework

ROLES & RESPONSIBILITIES

Primary Program Manager

______________________________

Operational/Orchestration Owner

______________________________

Content Owner

______________________________

Program Name: _____________________________________________________________________ENGAGE

ACTIVATEMEASURE

TARGET

TEAM

Conversational Marketing (Drift)

Direct Mail (Sendoso, PFL)

Content Syndication (Terminus, Integrate)

The Official ABM Campaign Workbook | 16

ACTIVATE

SECTION TWO ↑ INTERACTIVE WORKBOOK

Define the process for Activating your sales team: Include what each data signal is that they can expect, on which cadence, and what their actions should be based on that signal.

______________________________________

What outreach templates will be available to the sales team? These may be email cadences, scripts, invitations to events or executive meetings, access to contact completion tools, etc.

______________________________________

Who is responsible for ensuring sales is receiving the information necessary?

Marketing Owner:

_______________________________________

Sales Owner:

__________________________________________

Who is your sales champion? This should be a member of your BDR and/or account executive team who is excited about this ABM program and will help show its value to the rest of the team:

__________________________________________

Who else will be involved in sales activation?

__________________________________________

The Terminus TEAM Framework

Check the platform features that apply:

Terminus Anonymous Visitor ID

Terminus Engagement Spike Model

Terminus Sales Insights

Orchestrated sales campaigns

Engagio Insights

DiscoverOrg OppAlerts

Program Name: _____________________________________________________________________ ENGAGE

ACTIVATEMEASURE

TARGET

TEAM

The Official ABM Campaign Workbook | 17

The New B2B Marketing Funnel

SECTION TWO ↑ INTERACTIVE WORKBOOK

Properly showing the outcomes of your ABM programs starts with using modern measurement tools to measure what matters — revenue outcomes — rather than lead-based vanity metrics.

Whether you’re using Terminus or another program to measure, you’ll want to implement a funnel that lets you measure:

• Engaged Accounts as a subset of your target account list • Opened Opportunities from accounts in your list • Total Pipeline, measured as a dollar value • Revenue Won and New Companies Acquired from your target account list. • Average Contract Value, which is typically higher for account-based initiatives • Average Deal Cycle, which is often up to 20% shorter for target account programs.

Measure what matters for more predictable outcomes.

An example of ABM program measurement focused on

revenue outcomes. ABM Scorecard, from the Terminus

Account-Based Platform Total

Accounts

Engaged Accounts

(%)

Opportunity Accounts

(%)

Open Pipeline

($/#)

Won Opportunities

(#/$) Average Contract Value ($)

Average Deal Cycle (days)

The Official ABM Campaign Workbook | 18

MEASURE

SECTION TWO ↑ INTERACTIVE WORKBOOK

What tools will be used to Measure success of the overall program?

______________________________________

Which KPIs will be used to determine success of the overall program?

______________________________________

How often will these be measured?

______________________________________

Which team members are involved in measurement?

___________________________________________

When will results be reported to the greater team?

___________________________________________

Other Notes:

___________________________________________

The Terminus TEAM Framework

Check the platform features that apply:

Terminus Advanced Analytics

ENGAGE

ACTIVATEMEASURE

TARGET

Engagio

Content Experience Hub (Folloze, Uberflip)

Program Name: _____________________________________________________________________ TEAM

For more information, visit www.campaignstars.com

ABM Campaign Workbook

Item Type: pdf